Omniture Vs. Google Analytics

Google Analytics and Omniture are the most popular web analytics tools available. This Buzzle article takes into account the merits of both and provides a fair analysis of their features.

Vijith Menon

Fact

Omniture has been charged of using domain names similar to network IP addresses like 192.18.0.2O7 with a capital 'O' instead of a zero for data mining purposes.

Data analytics is the key to achieve excellence in Internet marketing. Moreover, the organization of data compiled in real-time aids websites to focus better on their clientele. Data analysis has a lot of methods like surveys, feedback forms, and the number of visits, plus more parameters than you need to determine your tastes. Data analytics plays a big role in maintaining a presence on the web. The two most popular tools available are Omniture and Google Analytics.

Omniture, formerly known as SiteCatalyst, offers web analytic services which include data warehousing to store a large number of reports on any said keyword, Ad-Hoc (formerly known as Discover), is an advanced segmentation tool, which breaks the demographic of users into a number of segments, and the very popular Test&Target, which runs A/B testing between 2 different parameters.

Google Analytics, in conjunction with its subsidiary products such as AdSense and AdWords is currently dominating the market. It has a new feature called Multi-Channel Funnel report, which gives data results on the number of clicks in a 1-day window, 3-day window, and 30-day window. While there are many tools out there, we give you a comparison between the best two - Omniture Vs. Google Analytics.

Comparison

Omniture

Google Analytics

Interface

◼ Omniture requires an in-depth analysis of its parameters but offers more custom variables.

◼ Google Analytics (GA) has a user-friendly interface and can be understood without any specialized training.

Key Skill

◼ Web analytics and optimization

◼ Online marketing analysis

JavaScript

◼ Omniture allows you to host your JS code into an in-built library to avoid custom tagging. Although there is a way to avoid tagging completely in Omniture, you send the variables to the engineers who update the tagging before it is loaded onto the interface. This can be useful for A/B testing, a performance metric useful for testing based on locations.

◼ Omniture is already capable of tracking users regardless of browser or device. However, it comes at a cost and takes a bit of creativity and IT finesse to handle.

◼ Google Analytics has recently incorporated offline tracking.

Customer Support

◼ Adobe offers onsite customer support packages to enterprises on a yearly basis.

◼ Google Analytics is proactive when it comes to customer service and sends weekly updates to the customers. It lets you take an online quiz to determine your knowledge about them.

Cost

◼ Omniture charges according to the incoming traffic volume and service level. It charges extra for integration of Google AdSense and testing through Test and Target.

◼ As far as pricing is concerned Google charges a flat rate of $150,000 per year for its premium version but its basic version is free. Google Analytics is integrated with AdWords but charges USD 1 a day.

Google Analytics (GA) premium receives monthly visits of one billion and offers reports on unsampled data. Omniture has similar features. It is intensive, data-heavy, and highly customizable, while GA is nimble and user-friendly. It does have a distinct advantage over Omniture that GA reports can be distributed among many users while Omniture requires a specialist to set up, measure, and analyze data. GA allows anyone to examine traffic data which allows for easy and dynamic interpretation of the same.

No matter how we spin it, data analysis has become an important aspect of market research. The choice to use the right data analysis tool still depends on your business and your clientele.